Kia India finished at the top position in FADA’s Dealer Satisfaction Study for the second consecutive year. FADA (Federation of Automobile Dealers Associations), the apex national body of automobile retail in India, organised this study in association with PremonAsia. This study helps in examining the relationship between the dealers with their OEMs.
Kia India scored 879 from a maximum of 1000, thus finishing as the leader in the 4-wheel industry. The average industry score in this segment was 720 points. Not only this, Kia India’s score of 879 was the highest across the various other segments as well. This is the second time in the row, as the carmaker had finished at the top position in 2020 as well with 736 points.
Relationship Of Dealers And OEMs
Keeping this study as a reference, it is important to understand the relationship of dealers with their OEMs. To maintain a healthy relationship with customers, dealers are the only interface for OEMs. And hence, it is equally important to maintain a strong relationship with dealers as well. In fact, Kia also mentioned the same, and their full focus is to take utmost care of every partner associated with Kia’s ecosystem.
The study took into consideration 2,000 samples which is the highest number ever used for such a study in India. These 2,000 samples were from 4 different zones covering both urban and rural areas. The dealer principals and their CEOs were directly involved in the study to make it more accurate.
Kia has made a strong impact in the country in a relatively much lesser time. One of the key factors for its success is its ever-expanding dealership network. Currently, Kia has over 300 touchpoints across the country and plans to add 60 more by the end of 2021. One of the key targets is to expand its reach to Tier IV cities and rural areas. In terms of sales, Kia sold over 15,000 units in June 2021.
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